Tealium’s integration with Splunk: What’s this mean for you?

Your business is unlike any other. You have products unlike your competitors and you have customers and users that highly value the unique products, quality and service you provide. You’ve carefully crafted your brand’s messages and you’ve spent countless hours optimizing the way all of it comes together on the web and mobile. Because of this, you most certainly have questions that cannot be answered using canned, pre-defined marketing reports. You need to drill down into the distinctive specifics and intricacies of what causes your customers to convert and what distracts others from getting there.

It’s for this reason that we’re excited to announce our partnership and integration with Splunk. Available starting Thursday July 25, customers will be able to stream every data point collected through Tealium’s universal data object directly to Splunk Enterprise for ad-hoc analysis. This means that every data source defined on your website, mobile website or mobile application can be more deeply explored and better understood using Splunk’s robust ad-hoc segmentation and querying capabilities. For marketers and analysts, this provides a solid foundation to more clearly and thoroughly understand customer behavior and experience. For technical users, this integration connects website-side user behavior with operational and server performance data providing a true 360-degree view of all user actions.

Tealium’s universal data object is essentially the superset of all data collected across any digital channel. On the web, this can be page metadata, query string parameters, JavaScript variables or cookie values. In mobile applications, this can be any string, variable or action that you make available to Tealium for data collection. Each of these data points can provide insight into a user’s experience on the site – what products were viewed or what campaigns brought a user to the site. Once defined and indexed in Splunk, the analytical possibilities are endless.

Here’s how you can easily set it up to make the integration work for you:

The first step is to define your universal data object and implement the Tealium JavaScript code.

Now, you will need to add the Splunk Digital Data Connector via the Tealium iQ Marketplace. You’ll want to make sure EventStream (formally known as uConnect) is enabled for you account. If you have questions about enabling this for your Tealium account, just contact your account manager. As part of this step, you can decide if you want to stream all data or just a subset of data to Splunk. For example, you can choose to stream only data from your order flow pages or only pages where a user is logged in.

On the Splunk side, you will want to download and install the Splunk for Amazon S3 add-on available here (http://splunk-base.splunk.com/apps/64931/splunk-for-amazon-s3-add-on). This add-on provides an interface for you to specify the S3 bucket and credentials, which contain your files as well as set up a monitoring and indexing job to import this data as a new data source.